SOURCE: BPA Worldwide

September 21, 2010 10:19 ET

Editorial Feature: BPA Interactive Audits Reveal 95% of Websites Could Be Under Reporting Traffic Data

SHELTON, CT--(Marketwire - September 21, 2010) - Media owners go to great lengths to measure and analyze traffic to their websites as they vie to attract advertisers. But in spite of their efforts, many may not be counting all of the visitors to their sites.

Based on audit results from nearly 250 sites, BPA Worldwide, using ObservePoint technology, has found that 95% of sites analyzed had not tagged every page. For those sites, on average more than 20% of all pages went without the crucial traffic tracking tags.

"If websites contain pages that are untagged, the potential is there for media owners to considerably under-report the amount of traffic to their sites," explained Pete Black, Senior VP of Business Development at BPA. "ObservePoint technology allows us to uncover those pages that are not tagged and ensure sites are getting full credit in the eyes of online advertisers and media buyers."

According to Black, ObservePoint's server-side SiteAudit process systematically analyzes every page of a website to ensure java script tags are placed on each page properly, verifies only one tag per page and detects those pages that are not tagged at all.

Unlike web analytics tools, part of the BPA Interactive audit process involves verifying the integrity of tag placement. The tag audit, which is performed on a regular basis, is provided free of charge to BPA Interactive member and applicant sites. Media owners may also contract directly with ObservePoint if more frequent tag analysis is desired.

"The online marketplace is getting more and more competitive," Black continued. "If websites are under reporting traffic as a result of missing tags, they could be leaving money on the table. There is also an internal impact in that business decisions may be faulty when they are made on analytic data that is inaccurate."

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Founded in 1906, American Business Media is the association of business information providers, delivering business intelligence to industry professionals worldwide, including Madison Avenue, Wall Street and the Beltway. Its 300 plus member companies reach an audience of more than 100 million professionals and represent nearly 6,000 print and online titles and over 1,000 trade shows, with well over $26 billion in annual revenues.

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